Understanding the marketing exceptionality of prestige perfumes
(eBook)
Author
Contributors
Published
London : Routledge, 2018.
Format
eBook
Edition
1st edition.
ISBN
0429016336, 0429016344, 0429016352, 0429507119, 9780429016332, 9780429016349, 9780429016356, 9780429507113, 9780429507113
Physical Desc
1 online resource : illustrations
Status
Description
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More Details
Language
English
UPC
9780429016349, KE60154
Notes
General Note
"Routledge Focus."
Bibliography
Includes bibliographical references and index.
Description
Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother's perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the 'five great brands' of the perfume industry and demonstrates how to value perfume lines according to 'brand DNA'. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.
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Citations
APA Citation, 7th Edition (style guide)
Horoszko, N., Moskowitz, D., & Moskowitz, H. R. (2018). Understanding the marketing exceptionality of prestige perfumes (1st edition.). Routledge.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)Horoszko, Nithda, David, Moskowitz and Howard R., Moskowitz. 2018. Understanding the Marketing Exceptionality of Prestige Perfumes. Routledge.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Horoszko, Nithda, David, Moskowitz and Howard R., Moskowitz. Understanding the Marketing Exceptionality of Prestige Perfumes Routledge, 2018.
MLA Citation, 9th Edition (style guide)Horoszko, Nithda,, David Moskowitz, and Howard R. Moskowitz. Understanding the Marketing Exceptionality of Prestige Perfumes 1st edition., Routledge, 2018.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
Staff View
Grouped Work ID
2001090a-d0a7-9cd9-d731-1ba7528d5ffd-eng
Grouping Information
| Grouped Work ID | 2001090a-d0a7-9cd9-d731-1ba7528d5ffd-eng |
|---|---|
| Full title | understanding the marketing exceptionality of prestige perfumes |
| Author | horoszko nithda |
| Grouping Category | book |
| Last Update | 2024-09-06 16:31:08PM |
| Last Indexed | 2024-09-28 02:48:16AM |
Book Cover Information
| Image Source | syndetics |
|---|---|
| First Loaded | Aug 15, 2024 |
| Last Used | Sep 18, 2024 |
Marc Record
| First Detected | Jul 29, 2024 04:03:36 PM |
|---|---|
| Last File Modification Time | Sep 06, 2024 04:38:39 PM |
MARC Record
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| 100 | 1 | |a Horoszko, Nithda,|e author.|0 http://id.loc.gov/authorities/names/n2018000588 | |
| 245 | 1 | 0 | |a Understanding the marketing exceptionality of prestige perfumes /|c Nithda Horoszko, David Moskowitz and Howard Moskowitz. |
| 250 | |a 1st edition. | ||
| 264 | 1 | |a London :|b Routledge,|c 2018. | |
| 300 | |a 1 online resource :|b illustrations | ||
| 336 | |a text|b txt|2 rdacontent | ||
| 337 | |a computer|b c|2 rdamedia | ||
| 338 | |a online resource|b cr|2 rdacarrier | ||
| 347 | |a text file | ||
| 500 | |a "Routledge Focus." | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Moving from a luxury market to a "mass luxury" market -- The principle of affinity and DNA of a brand -- Motivations for buying a prestige perfume -- Introduction the notion of DNA for a perfume brand -- Discovering & pinpointing the brand DNA of five great perfume brands -- Valuing perfume lines according to the specific criteria of the brand DNA -- A case study to explicate the method -- How to develop a second/third (or further) perfume of a brand -- Inside the mind : expectations about one's perfume -- About the niche brands -- What we should keep in mind regarding prestige perfumes -- The mass market perfumes -- About body sprays -- Summary of the rules for each of the three perfume categories -- Index. | |
| 520 | |a Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother's perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the 'five great brands' of the perfume industry and demonstrates how to value perfume lines according to 'brand DNA'. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market. | ||
| 542 | |f Copyright © Routledge 2018|g 2018 | ||
| 588 | 0 | |a Vendor-supplied metadata. | |
| 650 | 0 | |a Perfumes|x Marketing. | |
| 650 | 0 | |a Perfumes industry|x Management. | |
| 700 | 1 | |a Moskowitz, David,|e author.|0 http://id.loc.gov/authorities/names/n88192039 | |
| 700 | 1 | |a Moskowitz, Howard R.,|e author.|0 http://id.loc.gov/authorities/names/n80165496 | |
| 758 | |i has work:|a Understanding the marketing exceptionality of prestige perfumes (Text)|1 https://id.oclc.org/worldcat/entity/E39PCG7vvxfvjBTVv4dv44YGjK|4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version :|z 9781138580787 |
| 856 | 4 | 0 | |u https://www.aclib.us/OReilly |